Advertising is a trillion dollar industry, which reveals the importance for each of the company investing in
advertising to create effective advertising campaigns in order to make investments profitable. Nevertheless, in
todays’ intensifying competition creating effective advertising campaigns becomes more and more of a challenge.
Even if some elements of advertising are attention-grabbing, this does not guarantee that the brand in the
advertisement will be noticed, which in turn leads to reduced advertising effectiveness. Such phenomenon is
especially relevant to outdoor advertising. The scientific problem solved by this research is defined by a question:
what criteria of outdoor advertising elements influence visual attention to the brand? This study aims to contribute
to the advertising theory by determining the specific criteria of advertising elements that influence consumers’
visual attention to the brand presented in the outdoor advertisements. To reach the aim of the study, the eye
tracking experiment using Tobii Eye Tracking Glasses is provided with the created sample advertisements.
Sample advertisements are composed based on the theoretically determined elements of advertising that can
influence consumers’ visual attention to the brand and on the content analysis of real outdoor advertisements as
well as advertising experts’ interview. The analysis of the research results revealed that in order to enhance the
probability that brand presented in the outdoor advertisement will grab attention, it should be positioned in the
left side of the advertisement and the advertisement should contain headline twice as big as body text. Moreover,
advertisement should be with dominating textual elements and contain large number of elements. By enhancing
the probability that brand presented in the outdoor advertisement will grab attention, the probability of effective
advertising increases as well.